ASA Annual Report 2025: Platform-Neutral Regulation Keeps Pace With Digital Advertising

The Advertising Standards Authority has released its Annual Report for 2025.

The report highlights work completed during the year to ensure advertising regulation in New Zealand remains effective and consistent across media platforms.

In an evolving advertising landscape, the ASA has maintained its approach of platformneutral regulation, with the Advertising Codes applying regardless of where advertising appears.

Key points from the Annual Report include:

• 955 complaints processed relating to 306 advertisements across all media.
• More than three quarters of advertisements accepted for Complaints Board review were amended or removed following the ASA process (95 out of 124 advertisements).
• 98 percent compliance with ASA decisions.
• New website launched to improve accessibility for consumers and industry.
• A focus on industry education, with more than 600 attendees at ASA training events and new compliance tools released for advertisers.
• The five most complained about ads across all mediums in 2025.

A core focus in 2025 was the review of the Therapeutic and Health Advertising Code. The review resulted in a new Code comes into full effect from July 2026. This Code strengthens protections for vulnerable audiences while providing clearer guidance for advertisers on how the standards apply across digital, social media and influencer advertising.

ASA Chief Executive Hilary Souter said platform neutrality remains central to the ASA’s approach.

“Our focus is on making sure the rules apply consistently across platforms, so advertisers have clear guidance and consumers can have confidence in the content they see.

Alongside Code development, the ASA continues to ensure the self-regulatory system remains fair and efficient for consumers, proactive at supporting industry compliance, and informed by international best-practice.”

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